However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
A 2005 study of data collected by the Pew Internet & American Life Project found that individuals are more likely to use an online dating service if they use the Internet for a greater number of tasks, and less likely to use such a service if they are trusting of others.
It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of ﬁnding a romantic partner.
Still others rely solely on paid membership subscriptions.
Opinions and usage of online dating services also differ widely.
A great diversity of online dating services currently exists.
Some have a broad membership base of diverse users looking for many different types of relationships.
Some sites are completely free and depend on advertising for revenue.
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.
Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.